WEX · B2B microsite for modern payments
A scalable microsite built to convert modern B2B buyers
The project
WEX Business Payments microsite for B2B buyers
My role
Product Designer,
Corporate Payments Team
Timeline
6 Weeks (2025)
Scroll to impact
The opportunity
How might we consolidate WEX’s
B2B story into one scalable, modern microsite?
Two legacy sites, no clear story
Key info was scattered, hurting WEX’s credibility and slowing buyer decisions
Slow to update, hard to scale
No centralized system to support rapid launches or new product rollouts
Learning from existing data
Legacy data is useful data
Left to Right: WEX VirtualCards (Legacy), WEX Supplier Payments (Legacy)
I analyzed the legacy sites, understanding what was/wasn't working to further inform the strategy of our new B2B experience
Stronger storytelling drives trust and momentum
Needs stronger storytelling for better
understanding of the product suite
Better consistency with modern WEX resources
Needs better consistency with current
WEX sites for easier updating
Research and discovery
Left to Right: Marqeta, Ramp, Brex, Stripe (not excluded to)
I analyzed how fintech competitors successfully market their product and platform, then strategically mapped out the best practices to use
Catchy, powerful one-liner
How it shows up: Hero headline drives immediate value proposition
Impact: Boosts scannability, hooks busy B2B users, and sets clear expectations upfront
Visually striking CTA
How it shows up: High-contrast button placed above the fold and throughout key sections
Impact: Increases visibility and click-through rates by reducing user hesitation
Real product UI
How it shows up: Still/moving screens embedded within layout to show interface in action
Impact: Builds trust and transparency, helping users visualize the experience before opting in
Real metrics & partner logos
How it shows up: Displays social proof and data
Impact: Strengthens brand credibility and nudges decision-making through recognition
Minimalism & white space
How it shows up: Clean layouts with focused copy and intentional visual hierarchy
Impact: Reduces cognitive load, making content feel digestible
AI for WEX
Inspired modular layouts
Experiment with reusable page structures that could scale across new use cases and future site needs
Refined copy & CTAs using AI insights
Iterate on messaging to align with WEX’s brand voice
Summarized industry best practices across fintech
To understand emerging visual, structural, and content strategies for B2B marketing
Note: WEX is exploring AI-driven workflows through partners like Gemini. AI accelerated research and ideation, so I could focus on refining design strategy and experience
Interaction highlights
The outcome
Elevated perceived credibility
Enhanced buyer confidence through refined content structure and brand-consistent design
Clarified buyer pathways
Restructured navigation and page flow guided users to key actions with less confusion
Aligned marketing and product goals
Unified content and design direction helped stakeholders clearly communicate WEX’s offerings
Reduced friction points by 40%
Supported by our research team, testing with 8 B2B buyers showed faster comprehension (7.4s), clearer pathfinding (82% task success), stronger CTA visibility (75%), while reducing friction points by 40% compared to the legacy experience
Next steps
What I'd do moving forward
Track system-wide performance
Measure long-term analytics for engagement rates, ensuring the system evolves with needs
Refine patterns based on behavioral insights
Use real usage data to evolve notification types, prioritizing patterns that lead to meaningful action
Credits and special thanks
A huge thank you to my team who supported me and helped shape this project:
Senior Marketing Manager
Lead Payments Product Manager
Senior Product Manager
Product Design Director
Senior Product Designer
Product Designer
Senior UX Reseacher
UX Reseacher
Christopher Kahn
Paola Aguayo
Rebecca Clark
Christopher Inman
Adam Cassidy
Nick Zimmerman
Lucas Montandon
Jeet Purohit
